Vpliv kakovosti in zadovoljstva na zvestobo porabnikov v primeru spletnih nakupov

Vidonja, Karin (author), Golob Podnar, Urška (mentor)

Pojav interneta in posledično spletnih trgovin je razvil nov način trženja in prodaje številnih izdelkov. Na začetku je veljajo, da imajo spletne trgovine uspeh zagotovljen že samo s tem, da so prisotne in imajo nizke cene. Toda v času zmogljivih iskalnikov, ko je konkurenčna ponudba oddaljena le klik, se morajo podjetja osredotočati tudi na necenovne konkurenčne prednosti. V diplomskem delu smo raziskovali povezanost konstruktov zaznane kakovosti s spletno trgovino, zadovoljstvom in zvestobo slovenskim spletnim trgovcem. Za raziskovanje smo uporabili kvantitativen pristop zbiranja podatkov in podatke pridobili s pomočjo anketnega vprašalnika. Analize smo izvedli na podlagi 153 popolnoma ustreznih odgovorov. Ugotovili smo, da zadovoljstvo neposredno vpliva na tvorjenje zvestobe slovenskim spletnim trgovcem, medtem ko pri tvorjenju zvestobe vpliva zaznane kakovosti spletne trgovine ne moremo potrditi. V primeru spletnega nakupovanja zaznana kakovost slovenskih spletnih trgovcev vpliva na zvestobo porabnikov preko njihovega zadovoljstva. Delno smo potrdili tudi vpliv zaznane kakovost s slovenskimi spletnimi trgovci na tvorjenje zadovoljstva. Z vidika vpliva zaznane kakovosti na zadovoljstvo s slovenskimi spletnimi trgovci je pomembno, da spletni trgovci preverijo delovanje spletne trgovine, dobro predstavijo informacije, napake, ki nastanejo pri nakupih, kompenzirajo in poudarjajo varovanje podatkov.

• Language: Slovenian
• Keywords: e-storitve, e-trgovanje, zaznana kakovost e-storitev, zadovoljstvo z e-storitvami, zvestoba e-storitvam.
• Work type: Bachelor thesis/paper
• Organization: FDV - Faculty of Social Sciences
• Year: 2019
• PID: 20.500.12556/RUL-109737
• COBISS.SI-ID: 36359517
• Publication date in RUL: 07.09.2019

Secondary language

• Language: English
• Title: The impact of quality and satisfaction on consumer loyalty in case of online purchases

Abstract

The occurrence of internet and consequently online stores has developed a new way of marketing and selling products.Online stores were initially considered to be successful only by being present and having low prices but nowadays we have powerful search engines and because of that, competitive offers are just a click away. From that perspective companies with online stores should also focus on non-price competitive advantages. In the thesis we researched the connection of the following constructs: perceived quality of online stores and satisfaction and consumer loyalty to Slovene online merchants. We used quantitative data collection approach to the survey and obtained the data using a questionnaire. We performed the analyses on the basis of 153 completely appropriate answers. We found out that satisfaction directly affects the formation of loyalty to the Slovene online merchants, while the direct affect of perceived quality of the online store cannot be confirmed when formating loyalty. In the case of online purchases the loyalty of consumers is affected by perceived quality of Slovenian online retailers through their satisfaction. Also the impact of perceived quality with Slovene online merchants on creating satisfaction was partially confirmed. From the point of view of the impact of the perceived quality on satisfaction with Slovene online merchants it is important for online merchants to check the functioning of the online store, to present the information well, to compensate for mistakes that occur during purchases and to emphasize data protection.

• Keywords: e-services, e-commerce, perceived e-service quality, e-satisfaction, e-loyalty.